SRE/2021
Branded Virtual Environment Fuels Connectivity Among Global Audience
THE ASK
Hosting a large global conference over a year into the pandemic at the convergence of audience virtual meeting fatigue and the height of event host tech savviness, meant that the experience would need to be efficient and engaging. The event needed to be a digital destination to attract attendees and reveal the company’s new brand. Investment in a platform that could aptly highlight the customized, branded virtual environment was imperative. Done well, the event would connect the dots between live and on demand content and allow for connectivity and conversation between attendees outside the scheduled content sessions. A first significant task required determining what content could be pre-recorded and on-demand, and what content could be live and serve as the draw for attendance and interaction. We recognized that the live session experience would drive more consumption of surrounding pre-recorded/on-demand content and that the pre-recorded content would not have proved a strong enough driver to attend if it were standalone.
The content mix would be the foundation to fuel connectivity and engagement across a global audience while providing a seamless platform to house multi-dimensional content. Upon honing in on the importance of key opinion leader insights and presentations for the live experience, a secondary challenge became how to set a precedent and work with various presentation styles of influencers outside of the company to deliver a consistent, thoughtful experience.
THE SOLUTION
The digital environment we created took its cues from the new brand story that places innovation and insights at the forefront. Graphics with movement in vibrant colors and the right balance of copy, wayfinding cues, imagery helped attendees navigate the content. Design of the virtual spaces reflected either pre-recorded or live content settings, each experience teeing up where to go next. This intention was vital in connecting the dots along the attendee journey from on-demand to live experiences.
Once we defined the design of these two distinct experiences, we began to understand the magnitude of the live portion and the value of delivering that content. We segmented how the pre-recorded and live content would be produced. Pre-recorded content had a visual and audio cadence to it where we could carefully craft messaging and deliver content in consistent bytes. The live content required best practices, coaching, prep and rehearsal, and clear expectations and communications with employees and speakers. The solution required a focused execution team for each content type and a broader group that ensured the integration of content types made sense from the attendee experience and perspective.
Throughout design and development we continually stretched to consider what content could exist as a digital library of on-demand education and information attendees could consume at their leisure. More specifically, we intentionally plotted out how consuming that content would organically lead to live interaction with KOL’s and SME through more intimate engagement in virtual fireside chats. This connectivity was essential to delivering micro-experiences to attendees that translated into a feeling of having experienced something profound and bigger within a global digital community.
EXPERTISE PROVIDED
- Event Naming / Identity / Branding
- Promotional Strategy & Consultation
- Promotional Content
- Event Platform Design
- Event Planning & Management
- Event Registration
- Event Production
THE APPROACH
- Branded virtual environment and content
- Content development approaches for pre-recorded and live
- Presenter coaching to ensure high level of interaction and quality experience
- Attendee journey that connected the dots between experiences
In the build out of content, we discovered that the best delivery of content aligned when we planned and concepted an event experience to convey the vision, product and service through the lens of how the attendee receives that information. Through this approach, we moved them toward what might be their next step(s) to engage with the brand and take a specific, desired action. The prompts that connect with people on an emotional or deeper level come from live experiences. We recognized this early on and worked directly with panel hosts and speakers to practice, streamline and keep content on-track, delivering on the objectives as promoted in the event material.
The content mix allowed the attendee to feel in control, like they had options and choice throughout their journey – a choose your own adventure of sorts. They could cater it to their schedule, interests and learning style, seamlessly moving between on-demand and live content.
THE IMPACT
Delivering a live experience that was memorable – thanks to key opinion leaders’ vulnerability and transparency – the event established the brand as credible and one worth establishing and deepening a relationship with. Ninety percent of attendees said they’d recommend the event to a colleague. The recorded content can continue to be revisited and shared with over 5,000 globally who indicated a strong interest by registering but were unable to attend.
The event impact can continue to be realized in various ways. Creating follow-up for on-demand in one bucket, and follow-up for virtual one-on-one or more personal, live engagement in another bucket.
Seventy percent of attendees surveyed said their perception of the brand was positive (a 4 or 5 on a scale of 1-5 where 5 is the highest).
